Faculty of Commerce, Law and Management
Permanent URI for this communityhttps://wiredspace.wits.ac.za/handle/10539/3922
For information on accessing Faculty of Commerce, Law and Management content please contact your Faculty Librarian
Browse
Search Results
Item Shock advertising: Not so shocking anymore. An investigation among Generation Y(2014) Urwin, B; Venter, MIn today’s society, marketers are going to extreme measures to attract consumers’ attention in an attempt to break through advertising clutter. A widely used method is shock advertising, however, the effectiveness of this method is questionable. This study aimed to explore the effectiveness of shock advertising on Generation Y consumers in today’s society. Three variables were analyzed, namely, level of shock, norm violation and memory recall, with five different types of shock (impropriety, moral offensiveness, sexual references, disgusting images and religious taboos). The moderating effects of these relationships with gender, religion and personal identity were also explored. By means of a quantitative study, 300 university students were asked to complete questionnaires. The overall findings indicated that shock advertising has become obsolete and that marketers need to implement alternative ways of ‘breaking through the clutter’. This paper provides marketers with a better understanding of the (in)effectiveness of shock advertising and proposes the importance that marketers should alternative methods to capture the attention of consumers.Item Attitudes and purchase behaviour of green products among generation Y consumers in South Africa(2014) Anvar, M; Venter, MThe purpose of this study was to determine what factors influence attitudes and purchase behaviour of green products among Generation Y consumers in South Africa. The factors that were under investigation in this study were social influence, environmental awareness and price. Further, this study aimed to investigate whether consumer attitudes can in fact influence consumers’ purchase behaviour of green products. A quantitative approach was used for data gathering. Data collection was conducted by means of self-administered questionnaires among 200 students between the ages of 18 to 23. The data was analysed by using statistical methods such as simple and multiple linear regressions. The results from the study indicated that social influence, environmental awareness and price, positively influence individuals’ attitudes towards green products. The effect of attitude on buying behaviour was also positive; hence consumers with positive attitudes towards green products are more likely to purchase green products. Further, the findings indicated that there is indeed a difference between males and females with regards to buying behaviour of green. The findings of the study will provide marketers with a clearer understanding as to how they can influence Generation Y’s attitude and buying behaviour towards green products. With the Generation Y cohort being of crucial importance to marketers, companies can drive sales and increase market share through appropriate marketing strategies. This is essential for a developing country such as South Africa, and among Generation Y consumers whom will play an active role in the future global economy.